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The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt...

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The Ten Type Commandments
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Page 1: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

The Ten TypeCommandments

Page 2: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Hello

Page 3: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

1:Thou shalt notstretch type

Page 4: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

TOUnivers 55 Roman

Page 5: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Univers 55 Roman

Page 6: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Univers 55 Roman

Page 7: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

TOUnivers 57 Condensed

Page 8: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Stretched to Match 70%

TO

Page 9: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Stretched to Match 70%

TO

Page 10: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

TOUnivers 59 Ultra Condensed

Page 11: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

TOStretch Manually

Page 12: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Custom Univers

Page 13: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

2:Thou shalt notstack letters

Page 14: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

TYPOGRAPHY

Page 15: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Mortal Sin

Typography

Page 16: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Typography

TY

PO

GR

AP

HY

Page 17: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

3:Thou shalt punctuate properly

Page 18: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

"Straight" quotes

Page 19: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

“Curly” quotes

Page 20: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

More Curly Quotes

“…”

“…”

“…”

“…”

“…”

“…”

“…”

“…”

Helvetica

Adobe Caslon Pro

Futura

Garamond Premier Pro

Gill Sans

ITC New Baskerville

Bell Gothic

Clarendon

Page 21: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

John's car

Page 22: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

John’s car

Page 23: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Type Preferences

Page 24: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

‘63 ‘Vette

1963 Corvette

Page 25: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

’63 ’Vette

1963 Corvette

Page 26: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

6’ 1”

Page 27: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Almost Saintly

6' 1"

Page 28: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

6� 1�

Page 29: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

Yes--maybe

Page 30: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Yes—maybe

Yes – maybe

Page 31: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

...Three Periods

Page 32: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

…True Ellipsis

Page 33: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

No. Use one space.Two Spaces

Page 34: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Yes. Use one space.One Space

Page 35: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

4:Thou shalt use appropriate letters and numbers

Page 36: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Numbers(Figures)

Page 37: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Roman vs. Hindu-Arabic numerals

1492

MCDXCII

Page 38: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Styles of Figures

1234567890

1234567890

1234567890

1234567890

Proportional Lining

Tabular Lining

Proportional Old Style

Tabular Old Style

Page 39: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Tabular Figures

92.6711.11

103.78

92.6711.11

103.78

92.6711.11

103.78

92.6711.11

103.78

TabularLining

TabularOld Style

Proportional Lining

Proportional Old Style

Page 40: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Old Style (Non-lining) Figures

In 1492, Columbus sailed the ocean blue.

In 1492, Columbus sailed the ocean blue.

Proportional Lining

Proportional Old Style

Page 41: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

OpenType Preferences

Page 42: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Small Caps

Page 43: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

All Caps

ALL CAPS

Page 44: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

FAKE SMALL CAPS

Page 45: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Real Small Caps

Page 46: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

BRINGHURST, Robert. The Elements of Typographic Style. Point Roberts, WA: Hartley & Marks, 1996. Print.

Page 47: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

bringhurst, Robert. The Elements of Typographic Style. Point Roberts, WA: Hartley & Marks, 1996. Print.

Page 48: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

WEDDIN G

Page 49: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Wedding

Page 50: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

SuperscriptSubscript

Page 51: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Regular Text

1/2Fraction Typed Out

Page 52: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

1/2

Fake Fractions

Page 53: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

OpenType Preferences

Page 54: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

½Fractions using OpenType

Page 55: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Glyphs Palettes

Page 56: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

5:Thou shalt make in-between spaces equal

Page 57: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

KerningTrackingWord-spacing

Page 58: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Kerningis adjusting the space between two letters

Page 59: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Even Rhythm

minimum

Page 60: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Even Negative Space

Page 61: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

No Kerning

Page 62: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Type Preferences

Page 63: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Metrics (Auto)

LA P. To TrTa Tu Te TyWa WA We WoYa Yo

Some Common Kerning Pairs

Page 64: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

No kerning Negative space

Page 65: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Negative spaceAuto kerning

Page 66: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

TxoriNo Kerning Pair

Page 67: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

TxoriManually Kerned

Page 68: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Type Preferences

Option - Left ArrowOption - Right Arrow

Page 69: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Tracking(letter-spacing)is adjusting the space between the letters of a word or phrase

Page 70: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Example of Tracking

A lot of t racking

No tracking

Page 71: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Adjust Tracking Based on Type Size

0

SmallSize

TextSize

LargeSize

LessTracking

MoreTracking

Page 72: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

Small type should have increased tracking.

Tracking: 0/1000 em

Page 73: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Small type should have increased tracking.

Tracking: +10/1000 em

Page 74: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

Large type needs less tracking.

Tracking: 0/1000 em

Page 75: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Large type needs less tracking.

Tracking: -20/1000 em

Page 76: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Built-in Tracking

Tracking

Tracking

Tracking

Tracking

Adobe Jenson Pro Regular

Adobe Jenson Pro Caption

Adobe Jenson Pro Display

Adobe Jenson Pro Subhead

Page 77: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

CAPITAL LETTERSTracking: 0/1000 em

Page 78: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

CAPITAL LETTERSTracking: +80/1000 em

Page 79: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

Condensed LettersTracking: 0/1000 em

Page 80: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Condensed LettersTracking: +40/1000 em

Page 81: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

White on Black

Tracking: 0/1000 em

Page 82: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

White on Black

Tracking: +20/1000 em

Page 83: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Word-spacingis the spaces between words

Page 84: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

Look at the space between words.Adjust as needed.

Normal Word-spacing

Page 85: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

Look at the space between words.Adjust as needed.

Word-spacing reduced to 80%

Page 86: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Justification Preferences

Minimum < Desired < Maximum

Page 87: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

6:Thou shalt respect your paragraphs

Page 88: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Line-spacingLine-length

Page 89: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Line-spacing(~leading)is the space between lines of type

Page 90: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Line-lengthis the width of a line of text

Page 91: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Long Line-lengths need More Line-spacing

Long Line-length

MoreLine-spacing

Page 92: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world.

We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the

Page 93: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Page 94: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Forgivable

We, the undersigned, are graphic designers, photographers and students who have been brought

up in a world in which the techniques and apparatus of advertising have persistently been

presented to us as the most lucrative, effective and desirable means of using our talents. We have

been bombarded with publications devoted to this belief, applauding the work of those who have

flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent,

hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening

diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial

purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point

at which the high pitched scream of consumer selling is no more than sheer noise. We think that

there are other things more worth using our skill and experience on. There are signs for streets

and buildings, books and periodicals, catalogues, instructional manuals, industrial photography,

Page 95: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

From Slow-paced Reading

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and

Page 96: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

to

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

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Fast-paced Reading

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public,

Page 98: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Start with 2 x-heights

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things

xx

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Justification

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Four Main Options

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the

techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable

means of using our talents.

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents.

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the tech-niques and apparatus of advertising have persistently been pre-sented to us as the most lucrative, effective and desirable means of using our talents.

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the

techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable

means of using our talents.

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Saintly

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Left Justified

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Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the

techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with

publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped

toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-

ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute

little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Centered

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Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the

techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with

publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped

toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-

ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute

little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Right Justified

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Saintly If Done Well

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-

Full Justified

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Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with pub-lications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, be-foreshave lotion, slimming diets, fattening diets, deodorants, fizzy

Not Uniform

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Mortal Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening

Rivers

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Easiest Solution

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Left Justified

Page 108: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desir-able means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising in-dustry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Unnecessary Hyphens in Left Justified Text

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Saintly

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons.

By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We

Avoid Hyphens in Left Justified Text

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Sin

“I will solve your problem for you. And you will pay me. And you don’t have to use the solution. If you want options, go talk to other people. But I’ll solve the problem for you the best way I know how. And you can use it or not – that’s up to you. You are the client. But you pay me.”

Quote Is Within Block

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Saintly

“I will solve your problem for you. And you will pay me. And you don’t have to use the solution. If you want options, go talk to other people. But I’ll solve the problem for you the best way I know how. And you can use it or not – that’s up to you. You are the client. But you pay me.”

Hanging Punctuation

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Sin

You have four options for creating bullet lists in InDesign:

typing “command-\”

paragraph settings

feature in paragraph styles and settings

Bullets Don’t Hang

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Saintly

You have four options for creating bullet lists in InDesign:

Use tabsUse the “indent to here” character by typing “command-\”Use negative indents as specified in paragraph settingsUse the “bullets and numbering” feature in paragraph styles and settings

Bullets Hang

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Widows and Orphans

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Sin

little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communica-tion. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them

Widow

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Mortal Sin

us. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communica-tion. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we propose to share our experience and opinions, and to make them

Widow

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Saintly

industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and more lasting forms of communica-tion. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind we

Extra Line Added to Widow

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Forgivable

flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer

Orphan

Page 119: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Saintly

stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of

Extra Line Added to Orphan

Page 120: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Not a Sin

stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity. In common with an increasing numer of the general public, we have reached a saturation point at which the high pitched scream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodi-cals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world. We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of

A True Widow?

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7:Thou shalt choose the right typeface

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Lupton’s Classification (Adapted)

Serif

Sans

Humanist Grotesque

Transitional

Geometric

Oldstyle Modern

ag ag agGill Sans Helvetica Futura

ag ag agJenson Baskerville Bodoni

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Bikham Script

ag agagClarendonHobo

Display Script Slab Serif

Lupton’s Classification (Adapted)

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Sin

FLORIST

Hardware

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Saintly

HARDWARE

Florist

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Options

FloristFlorist

Florist

Florist

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Expanded Styles

Gotham: 58 Styles

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Character Sets

Adobe Garamond Pro OpenType Features

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8:Thou shalt line things up

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Typographic Layouts

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Poster by Herbert Bayer

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Straightened by 6°

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Vertical Alignment

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Horizontal Alignment

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Structure

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Sin

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Saintly

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Heavenly

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9:Thou shalt show restraint when creating hierarchy

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Sin

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

Page 142: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Mortal Sin

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

First Things First: A Manifesto

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Pick One or Two:Position, Case, Weight, Size, Rules, Color, Typeface, Orientation, Markers

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Position

First Things First: A ManifestoWe, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Position

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

Page 146: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Position

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Case

FIRST THINGS FIRST: A MANIFESTOWe, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Case

FIRST THINGS FIRST: A MANIFESTO

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Case

FIRST THINGS FIRST: A MANIFESTO

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Weight

First Things First: A ManifestoWe, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Weight

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Weight

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Size

First Things First: A ManifestoWe, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Size

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Size

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Size

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Style

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Underline

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Rules

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Rules

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Rules

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Rules

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Color

First Things First: A ManifestoWe, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Color

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Color

First Things First: A Manifesto

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons and slip-ons. By far the greatest effort of those working in

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Typographic Studies

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Foolproof Pie DoughFor one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Ingredients2 1/2 cups unbleached all-purpose flour (12 1/2 ounces)1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted butter (1 1/2 sticks), cut into 1/4-inch slices1/2 cup chilled solid vegetable shortening, cut into 4 pieces1/4 cup vodka, cold1/4 cup cold waterInstructionsProcess 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

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Foolproof Pie Dough

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purpose flour (12 1/2 ounces)1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted butter (1 1/2 sticks), cut into 1/4-inch slices1/2 cup chilled solid vegetable shortening, cut into 4 pieces1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

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Foolproof Pie Dough

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purpose flour (12 1/2 ounces)1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted butter (1 1/2 sticks), cut into 1/4-inch slices1/2 cup chilled solid vegetable shortening, cut into 4 pieces1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

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Foolproof Pie Dough

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

Page 171: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Foolproof Pie Dough

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

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Foolproof Pie Dough

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

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For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

Page 174: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Foolproof Pie Dough

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

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Foolproof Pie Dough

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie. Published November 1, 2007. From Cook's Illustrated.

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For one 9-inch Double-Crust Pie. Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

Foolproof Pie Dough

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Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

For one 9-inch Double-Crust Pie.

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

Foolproof Pie Dough

Page 178: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie.

Page 179: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie.

Page 180: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie.

Page 181: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

For one 9-inch Double-Crust Pie.

Page 182: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

For one 9-inch Double-Crust Pie.

Vodka is essential to the texture of the crust and imparts no flavor – do not substitute. This dough will be moister and more supple than most standard pie doughs and will require more flour to roll out (up to 1/4 cup).Published November 1, 2007. From Cook's Illustrated.

Foolproof Pie Dough

Ingredients

2 1/2 cups unbleached all-purposeflour (12 1/2 ounces)

1 teaspoon table salt2 tablespoons sugar12 tablespoons cold unsalted

butter (1 1/2 sticks), cut into 1/4-inch slices

1/2 cup chilled solid vegetable shortening, cut into 4 pieces

1/4 cup vodka, cold1/4 cup cold water

Instructions

Process 1 1/2 cups flour, salt, and sugar in food processor until combined, about 2 one-second pulses. Add butter and shortening and process until homogenous dough just starts to collect in uneven clumps, about 15 seconds (dough will resemble cottage cheese curds and there should be no uncoated flour). Scrape bowl with rubber spatula and redistribute dough evenly around processor blade. Add remaining cup flour and pulse until mixture is evenly distributed around bowl and mass of dough has been broken up, 4 to 6 quick pulses. Empty mixture into medium bowl.

Sprinkle vodka and water over mixture. With rubber spatula, use folding motion to mix, pressing down on dough until dough is slightly tacky and sticks together. Divide dough into two even balls and flatten each into 4-inch disk. Wrap each in plastic wrap and refrigerate at least 45 minutes or up to 2 days.

Page 183: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Continue by adding weight, size, rules…

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10:Thou shalt break rules only exceptionally

Page 185: The Ten Type Commandments - Robynne Raye · 2017. 10. 18. · Commandments. Hello. 1: Thou shalt not stretch type. TO Univers 55 Roman. Univers 55 Roman. Univers 55 Roman. TO Univers

Rules are taught to be broken only exceptionally.

Ed Fella


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